BEAM GLOBAL SPIRITS & WINE
Rory Finlay CMO
Nick Garland Brand Mgr.
Victor Rutstein Brand Mgr.
Dennis Prado Brand Mgr.
Mike Ginal Brand Mgr.
ENERGY BBDO
Marty Orzio
Derek Sherman
Jason Stanfield
Doug Ryan
David Haeg
Exec. Creative Dir.
Creative Dir.
Creative Dir.
Exec. VP-Client Service Dir.
Acct. Super.
STARCOM MEDIAVEST GROUP
GMR MARKETING
KETCHUM
PROXIMITY BBDO
DAMN RIGHT
In the 1960s and ‘70s, Canadian Club was the No. 1 whisky in
America. But now Canadian Club is as untrendy as a brand could
be. Guys say scornfully, “That’s what my Dad drank.” To get people
to rethink Canadian Club, the brand first had to get them to rethink
their dads. So the campaign coupled vintage photographs and
provocative sentiments to reveal that Dads and their drinks were
actually the height of cool. The brand’s sales grew for the first time
in 16 years.
NEW YORK LOTTERY
Gordon Medenica
Randall Lex
Debbie Myers
Debbie Hewitt
Dir.,Lottery
Dir.-Mktg. & Sales
Co-Dir., Advt.
Co-Dir., Advt.
DDB NEW YORK
Lee Garfinkel
John Russo
Joe Cianciotto
Scott Grayson
Rich Sharp
Leo Mamorsky
OMD
Chrmn.-CCO
Exec. Creative Dir.
Exec. Creative Dir.
Creative Dir.
Creative Dir.
Group Acct. Dir.
EVERYBODY WANTS A LITTLE BIT OF LUCK
The New York Lottery needed to revive a steady decline of sales
of the Take 5 game, one that had inconsistent support and a
dated unappealing image. Furthermore, the game was
positioned against more modern, technologically advanced and
enticing competitors. The challenge was to convince people that
luck was not only possible, it was probable because with Take 5
they had 1-in- 9 odds to win. This was accomplished by creating a
miniature little-bit-of-luck character, a ubiquitous mascot for
winning. The result: overdelivery of sales and playership goals.
